Kraft Heinz Expands Plant-Based Lineup with Vegan Jell-O and Oat Milk Chocolate Pudding
Kraft Heinz is doubling down on its commitment to plant-based innovation with the launch of vegan versions of two iconic dessert brands: Jell-O and Kraft Chocolate Pudding. Developed through The Kraft Heinz Not Company—a joint venture with Chilean food tech firm The Not Company—these new offerings aim to meet the growing consumer demand for clean-label and dairy-free alternatives.
The reformulated Jell-O line includes plant-based Instant Pudding Mixes in vanilla, chocolate, and banana flavors. These powdered mixes are reformulated to eliminate gelatin and are free from artificial sweeteners, dyes, and preservatives. Alongside this, Kraft Chocolate Pudding is now available as a ready-to-eat vegan dessert made from oat milk and dark chocolate.
Both products are already rolling out at select U.S. retailers, with wider distribution planned for the summer. The branding closely mirrors that of the classic dairy versions, appealing to traditional Kraft Heinz consumers while expanding reach to the flexitarian and plant-based shopper segments.
Addressing Growing Demand for Dairy Alternatives
This launch reflects broader market trends in the fast-moving consumer goods (FMCG) sector. According to Euromonitor International, demand for plant-based dairy is projected to surpass $26 billion globally by 2028, with categories such as yogurt, cheese, and desserts showing notable growth. The oat milk segment, in particular, is gaining traction due to its creamy texture and allergen-friendly profile.
The Kraft Heinz Not Company leverages patented AI technology to replicate animal-based products using plant ingredients without compromising taste or texture—a strategy designed to increase the accessibility and appeal of alternative products. Since its inception in 2022, the joint venture has launched several products under legacy Kraft Heinz brands, including NotMayo, NotCheese, and NotMac&Cheese, all of which are now available across major U.S. retailers like Walmart.
Strategic Brand Positioning
By bringing plant-based innovation to nostalgic, household-name brands, Kraft Heinz is positioning itself to capture both consumer loyalty and emerging market share. The company’s tactic of recreating beloved product experiences with updated, animal-free formulations suggests a long-term vision for integrating sustainability into mainstream food portfolios without alienating traditional consumers.
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